CMO's top 8 martech stories for the week - 8 February 2018

All the latest martech and adtech news this week from Marketo, Quora, AppLift, comScore and more

Marketo integrates with Slack to improve sales and marketing collaboration

Marketo has struck a partnership with Slack to empower its marketing automation platform users to communicate and collaborate effectively to engage their customers at the right time.

The trend among high-growth companies is to leverage their sales and marketing channels to manage and optimise the customer experiences across all channels including direct, indirect and digital. Yet solid alignment between the two teams remains challenging for many organisations.

Marketo and Slack have created an integration that provides sales and marketing teams real-time notifications about leads. The integration also delivers campaign issues and system alerts that may impact ongoing campaigns to system administrators through dedicated Slack channels.

Marketo group vice-president of strategy, corporate development and global alliances, TK Kader, said Marketo and Slack have joined forces to create a joint solution that provides real-time notifications about customer engagement, to build the pipeline and ultimately drive revenue.

Quantcast continues international growth 

Quantcast, an AI technology company focused on the marketing and publishing industries, is expanding its advertising solutions into seven markets across Asia, connecting brands with an online audience of up to 300 million consumers. The company already operates in Australia and New Zealand.

Marketers across Hong Kong, Indonesia, Malaysia, Philippines, Singapore, Taiwan, and Thailand will now be able to tap into Quantcast’s live data insights drawn from more than 100 million online destinations to drive more effective brand awareness and performance campaigns. Quantcast Australia and New Zealand managing director, Andrew Double, will be taking on an expanded role to lead the company’s growth in the Asia-Pacific region.

“Marketing is at a tipping point with AI set to transform every customer experience, every company and every industry. Marketers in APAC are looking for better ways to engage digital audiences that are both efficient and effective. We’re excited to help brands and their agency partners leverage the power of Q, our audience behaviour platform,” Quantcast CEO and founder, Konrad Feldman, said.  

Episerver ups the ante on visitor intelligence

Digital experience management vendor, Episerver, has taken the wrappers off two new products aimed at improving visitor intelligence and engagement for its clients.

Episerver Insight is based on the vendor’s data management platform, and visualises customer paths and actions at a cohort level based on behavioural data from a client’s website. This encompasses visits, clicks, email and purchase data.

Episerver’s new Headless API, meanwhile, enables user to pull content directly from the Episerver platform and push it through a number of applications across the Internet of Things (IoT), native mobile apps, digital in-store screens, legacy platforms and conversational devices. This is done using content management tools within the Episerver Digital Experience Cloud.  

Beyond Intent exclusive reseller of comScore

comScore has appointed Beyond Intent as the exclusive reseller of its comScore platform and services in Australia and New Zealand.

Beyond Intent (BI) is a data-led digital consultancy that utilises marketing data and automation technologies to assist clients in solving digital questions and challenges. BI will be looking to engage existing comScore customers as well as bring new clients on-board, amplifying the comScore offering with its supplementary data-driven services and technologies.

“Having access to the wealth of comScore data plus their analytics architecture and marrying it with our D*STAR tech stack brings unprecedented opportunity to advertisers, agencies, and publishers.” Beyond Intent co-founder, Aryeh Sternberg, said.    

YOC launches fresh technology play for programmatic advertising 

Adtech player, YOC, has established a new programmatic trading platform for international brand-safe premium inventory with VIS.X.

The offering transforms standard format media placements into rich media advertising with no buy side creative adjustments necessary. The purchasing process for advertisers and their trading desks is carried out via private marketplaces within the VIS.X platform and ad transformation is done in real time.

Nissan has been named the first buy side partner to successfully trial VIS.X, via its media agency, Omnicom. 

“There’s a strong demand in the market for highly effective advertising formats that can be purchased programmatically. Our platform VIS.X meets this challenge,” claimed founder and CEO of YOC, Dirk Kraus."This gives us a sustainable competitive advantage in the highly complex programmatic media trading business."

Omnicom and its trading desk, Accuen, used VIS.X for a recent Nissan programmatic campaign, creating an Understitial Ad for the current Nissan Micra model.  

“VIS.X enabled us to effectively manage high-impact formats on smartphones for our client Nissan. Thus, we were able to integrate them into our holistic programmatic strategy,” Omnicom managing partner programmatic, Alex Kraft, said.

AppLift announces audience segmentation

AppLift has added audience segmentation via a new user interface to its mobile app advertising platform, DataLift 360.

The audience segmentation tool is designed to help advertisers take control of audiences by retargeting users. Advertisers can directly stream in-app events via the API, funnelling them based on timing and frequency. The rules can be built to precisely target the desired audiences at a more granular level. 

This new feature is part of a suite of solutions from DataLift 360’s Dynamic Retargeting offering. Advertisers have the flexibility to adjust retargeting campaigns and user segmentation based on reporting to help achieve better precision, efficiency, and ultimately, maximise value and revenue.    

Quora expands suite of targeting options

Quora has expanded its suite of targeting options for Quora Ads.

Currently, self-service ads platform offers topic targeting and the ability to filter by location and platform, such as Web or mobile. With the expanded suite of targeting options, advertisers can now target content via contextual targeting on Quora or address specific Quora users with certain behaviours using people-based or behavioural targeting.

Contextual or content-based targeting can be achieved using question targeting, topic targeting and multiple topic targeting. Behavioural or people-based targeting can be achieved using: website retargeting, lookalike targeting, and interest targeting.

According to Quora, the ability to target ads based on content and people unlocks several use cases for advertisers for both narrow and broad campaigns.  

Innovid partners with XUMO

Innovid has joined forces with XUMO to bring fully addressable, interactive capabilities to Internet-based live TV channels.

Launching on LG’s Channel Plus service, the new partnership enables a viewing experience with dynamic ads appearing alongside relevant content. The company claims this marks the first time marketers have fully addressable overlays on live Internet TV and a full understanding of the viewer sessions.

The XUMO and Innovid partnership enables all exposure-based measurement, providing marketers with quantifiable data on frequency and exposure.

“Our collaboration with Innovid offers advertisers the opportunity to place personalised messages inside premium content without interrupting the primary viewing experience,” said Chris Hall, senior vice-president of product at XUMO. “The live Internet TV ad capabilities allow for new revenue generation and viewers are able to enjoy content they love without disruption.”

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+:google.com/+CmoAu 

 

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